Big news: Nielsen made another major announcement with the introduction of Nielsen ONE, which they describe as “the holy grail of measurement.”

Big question #1: What is Nielsen ONE?

Quick answer: Nielsen One is their next-generation cross-screen measurement system meant to eventually replace Total Audience Measurement, which launched 5 years ago.

Why this matters: The US video ad market is $100B+, but linear TV’s share of that continues to decline.  Solving the entire puzzle is a top priority for marketers and networks alike.

Flashback: Nielsen Addresses Measurement Gap With ‘Biggest Change In a Decade’

Key details for Nielsen ONE:

1) Preview of data begins in 2021
2) Soft launch of measurement in 2022-Q4
3) Replacement of current system in 2024-Q4

Podcast: The Big Story – Currently, On Currency

Video: Nielsen CEO on a new way to measure viewership across platforms

More #1: Nielsen Adapts To Streaming: Cross-Platform Audience Measurement Coming In 2024

More #2: TV Must Retool Now: Lessons Not Learned By U.S. Automakers In ’70s